Title
Involvement With Media Content
Files
Download Full Text
Description
"Many mass communication theories consider involvement to be a critical factor in determining media consumers' responses to messages and the effect that media have on the audiences. Along with advances in theorization and the extensive empirical examination of this concept, different definitions and a wealth of operationalizations of involvement have emerged. The following sections describe the two main approaches to involvement in communication studies. First we discuss the concept of involvement in persuasion theory, as it was later incorporated in consumer and marketing research. Then an alternative conceptualization, offered more recently by audience research, will be discussed."
ISBN
978-1-118-78404-4
Publication Date
3-2017
Publisher
Wiley-Blackwell
Disciplines
Mass Communication
Recommended Citation
Tukachinsky, R. and O'Connor, C. 2017. Involvement With Media Content. In P. Rössler (Ed.), The International Encyclopedia of Media Effects. Wiley-Blackwell: 814-829. DOI: 10.1002/9781118783764.wbieme0186
Copyright
Wiley-Blackwell
Comments
In Patrick Rössler (Ed.), The International Encyclopedia of Media Effects.
This text is only partially available through the link provided; some pages are not included. Please visit your local library or purchase the book through the "Buy This Book" link above to read the full text.